The Metropolitan Manila Development Authority (MMDA) yesterday took down several more gigantic outdoor advertising billboards showing models in sexy poses or skimpy outfits.
However, MMDA Chair Francis Tolentino was quick to explain that the advertisements—mostly displayed on Edsa—were not removed due to their “offensive” content but because their operators did not have the required permits.
One of the billboards that was taken down featured actress Angel Locsin and Team Azkals’ Phil Younghusband promoting a brand of tuna.
The advertisement showed a shirtless Younghusband and Locsin in a dress which flaunted her legs. Written under their pictures was the message, “Reveal a sexier, healthier you.”
“You don’t need to be naked when you eat tuna,” Tolentino later told reporters in an interview.
He said, “There should be a direct relationship between the endorser and the product being endorsed—the pose, the content and the mode in which the product is being presented.”
Other billboards that were removed included a beauty product and clothing advertisements showing male and female models in their underwear.
“Our objective for removing the billboards was to regulate the still unregulated industry. These billboards may be offensive in the eyes of others but primarily, they were removed because they don’t have permits,” Tolentino said as he added that they had been receiving numerous complaints regarding offensive outdoor signs.
“In response to the advertising industry’s claim that they should [be allowed to] self-regulate, they should comply first with the law. Secure your permits first. Secure a structural clearance from the DPWH (Department of Public Works and Highways), locational permit from the MMDA and billboard permit from the local government units. Be responsible corporate citizens first before talking about self-regulation,” he said.
At the same time, Tolentino reiterated the need for government to get involved in the drafting of regulations regarding billboard content to protect public morals.
“There was a Supreme Court decision several years ago saying that billboards should be regulated, it’s now 2011 but the provisions of the law are still not being followed,” he stressed. “According to the law, the government has the right to regulate commercial speech and that includes billboards.”
“We will discuss the matter with the advertising industry. Let’s include the government and other sectors affected in this issue… to formulate guidelines and determine what is acceptable in so far as community interest is concerned,” he said.
The MMDA’s interest in screening billboard contents came after a complaint from Mandaluyong Mayor Benhur Abalos prompted the removal of an underwear ad featuring members of the Philippine Volcanoes, the country’s rugby team, on Edsa-Guadalupe last week.